Master's in Airlines, Tourism and Hospitality Management

Sessions 2015-16, 2016-17

Scheme of Syllabi (Third and Fourth Semester)

Third Semester

Course Subject Term Marks (Theory)

No. Internal University Total
Assessment Examinatio Marks
n

MSc(ATHM)- Business Communication, 25 75 100

301 Consumer Behavior and
Cross Cultural
Communication

MSc(ATHM)- Tourism Management 25 75 100

302

MSc(ATHM)- Food and Beverages 25 75 100

303 Services

MSc(ATHM)- Human Resource 25 75 100

304 Management

MSc(ATHM)- MICE (Meeting, 25 75 100

305 Incentives, Conference
and Exhibitions)

MSc(ATHM)- Marketing, Sales and PR 25 75 100

306

G. TOTAL 600

Fourth Semester

Course Subject Term Marks (Theory)

No. Internal University Total
Assessment Examinatio Marks
n

MSc(ATHM)- Industry Based Dissertation 200 300 500

401 (Project)

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 Master's in Airlines, Tourism and Hospitality Management
Sessions 2015-16, 2016-17,
Syllabus (Third Semester)

MSc (ATHM)-301
BUSINESS COMMUNICATION, CONSUMER BEHAVIOR AND
CROSSCULTURAL
COMMUNICATION
Time Allowed: 3 Hrs. Max. Marks : 75 Pass Marks : 35%
INSTRUCTIONS FOR THE PAPER SETTER
Question Paper will consist of three sections namely – Section-A, Section-B
and Section-C. Section-A will be from Unit-1 and will have four questions of
15 marks each. Section-B will be from Unit-2 and will have 4 questions of 15
marks each. Section-C will be from entire syllabus (Unit-1 and Unit-2) and
will have 15 questions of one mark each. Section-C is compulsory.
INSTRUCTIONS FOR THE CANDIDATE
Question Paper will consist of three sections namely – Section-A, Section-B
and Section-C. Section-A will be from Unit-1 and will have four questions of
15 marks each out of which candidate has to attempt any two questions.
Section-B will be from Unit-2 and will have 4 questions of 15 marks each out
of which candidate has to attempt any two. Section-C will be from entire
syllabus (Unit-1 and Unit-2) and will have 15 questions of one mark each.
Section-C is compulsory.

UNIT-I
• Types of Communication
• Meaning of Effective Communication, Methods of Effective
Communication
• Communications Models,
• Interpersonal & Intrapersonal Communications
• Verbal and Non-Verbal forms of Communication
• Body Language,
• Organizational Communication
• Cross-Cultural Communication
• Kinesics and Proxemics
• Consumer Behavior: Importance of Studying Consumer Behavior
• Effects of motivation personality , perception , attitude , learning ,
family , social class , culture , groups in shaping consumer behavior
• Consumer decision making : Howard – Sheth , Engellkollat-Blackwell
Models.
• Consumer gifting behavoiur.
• Relationship marketing.
• Consumervis-à-vis buying behaviour.
UNIT II
• Consumer in Social and Cultural Setting- Reference Group and Family
influences
• Social class and Consumer behavior
• Influence of Culture on consumer

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• Subculture and Consumer behavior
• Cross Cultural consumer behavior.
• Factors affecting Consumer Behavior- Psychological factors, Social
Factors, Cultural and Subcultural factors, Personal Factors.
References:
Leon G. Schiffman& Leslie Lazar Kanuk.

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 MSc (ATHM)-302 TOURISM MANAGEMENT

Time Allowed: 3 Hrs. Max. Marks : 75 Pass Marks : 35%

INSTRUCTIONS FOR THE PAPER SETTER

Question Paper will consist of three sections namely – Section-A, Section-B
and Section-C. Section-A will be from Unit-1 and will have four questions of
15 marks each. Section-B will be from Unit-2 and will have 4 questions of 15
marks each. Section-C will be from entire syllabus (Unit-1 and Unit-2) and
will have 15 questions of one mark each. Section-C is compulsory.
INSTRUCTIONS FOR THE CANDIDATE
Question Paper will consist of three sections namely – Section-A, Section-B
and Section-C. Section-A will be from Unit-1 and will have four questions of
15 marks each out of which candidate has to attempt any two questions.
Section-B will be from Unit-2 and will have 4 questions of 15 marks each out
of which candidate has to attempt any two. Section-C will be from entire
syllabus (Unit-1 and Unit-2) and will have 15 questions of one mark each.
Section-C is compulsory.

UNIT-I

• Management Concept- Introduction To Tourism Management,

Infrastructure Management in Tourism, Types of Services in Tourism,
Primary, Secondary and Tertiary.
• Marketing As Management Function –Segmentation, Marketing Mix,
Tour Pricing, Concept Of Demand And Supply And Marketing Research.

UNIT II
• Human resource in tourism - Co-Ordination, Special Training,
Technical Skills, Guide Services, Introduction to Event Management Like
Exhibitions-Meetings-Fairs And Festivals (Points of Consideration).
• Financial Management-Accounting, Book Keeping, Importance Of
Finance For Development, Promotion And Administration, Sources Of
Finance-Public And Private, Investments-Sectoral Investment And Foreign
Investment.
• Tourism Planning-Role Of Govt. And Non-Govt. Organisations,
Approaches To Tourism Planning-Tourism Policies And Issues-Tourism And
Regional Development.

Reference:

1. Douglas Pearce (1987) Tourism Today - A Geographical Analysis -

Longman Group vk Ltd.

2. Pran Seth (1985) Successful Tourism Management, Sterling

Publishers Pvt., Ltd.,

3. A.K. Bhatia (1983) Tourism Development.- Principles and Practices.

Sterling Publishers Pvt.,Ltd.
4.Tourism management, stephen j. Page

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 MSc (ATHM)-303 FOOD AND BEVERAGES SERVICE
Time Allowed: 3 Hrs. Max. Marks :75 Pass Marks: 35%

INSTRUCTIONS FOR THE PAPER SETTER

Question Paper will consist of three sections namely – Section-A, Section-B
and Section-C. Section-A will be from Unit-1 and will have four questions of
15 marks each. Section-B will be from Unit-2 and will have 4 questions of 15
marks each. Section-C will be from entire syllabus (Unit-1 and Unit-2) and
will have 15 questions of one mark each. Section-C is compulsory.
INSTRUCTIONS FOR THE CANDIDATE
Question Paper will consist of three sections namely – Section-A, Section-B
and Section-C. Section-A will be from Unit-1 and will have four questions of
15 marks each out of which candidate has to attempt any two questions.
Section-B will be from Unit-2 and will have 4 questions of 15 marks each out
of which candidate has to attempt any two. Section-C will be from entire
syllabus (Unit-1 and Unit-2) and will have 15 questions of one mark each.
Section-C is compulsory.
UNIT-I
• The Food & Beverage Service Industry - Introduction to the Food &
Beverage Industry, Classification of Catering Establishments (Commercial &
Non-Commercial), Introduction to Food & Beverage Operations (Types
ofF&B Outlets)
• Food & Beverage Service areas in a Hotel -Restaurant, Coffee Shop,
Room Service, Bars, Banquets, Snack Bar, Executive Lounges, Business
Centers, Discotheques & Night Clubs, Auxiliary areas.
• Food & Beverage Service Equipment- Types & Usage of Equipments-
Furniture, Chinaware, Silverware & Glassware, Linen, Disposables, Special
Equipment Care & maintenance

UNIT II

• Food & Beverage Service Personnel- Food & Beverage Service

Organization, Structure -Job Descriptions & Job Specifications, Attitudes &
Attributes of Food & Beverage personnel, competencies, Basic Etiquettes,
Interdepartmental relationship.
• Types of Food & Beverage Service -Table Service –English / Silver,
American, French, Russian, Self Service – Buffet & Cafeteria, Specialized
Service – Gueridon, Tray, Trolley, Lounge, Room etc., Single Point Service –
Take Away, Vending Kiosks, Food Courts & Bars, Automats, Mis-en-place
&Mis-en-scene.

References:

1. Food & Beverage Service – Lillicrap& Cousins, ELBS

2. Modern Restaurant Service – John Fuller, Hutchinson
3. Food & Beverage Service Training Manual – Sudhir Andrews, Tata
McGraw Hill

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MSc (ATHM)-304 HUMAN RESOURCE MANAGEMENT
Time Allowed: 3 Hrs. Max. Marks : 75 Pass Marks : 35%

INSTRUCTIONS FOR THE PAPER SETTER

Question Paper will consist of three sections namely – Section-A, Section-B
and Section-C. Section-A will be from Unit-1 and will have four questions of
15 marks each. Section-B will be from Unit-2 and will have 4 questions of 15
marks each. Section-C will be from entire syllabus (Unit-1 and Unit-2) and
will have 15 questions of one mark each. Section-C is compulsory.
INSTRUCTIONS FOR THE CANDIDATE
Question Paper will consist of three sections namely – Section-A, Section-B
and Section-C. Section-A will be from Unit-1 and will have four questions of
15 marks each out of which candidate has to attempt any two questions.
Section-B will be from Unit-2 and will have 4 questions of 15 marks each out
of which candidate has to attempt any two. Section-C will be from entire
syllabus (Unit-1 and Unit-2) and will have 15 questions of one mark each.
Section-C is compulsory.
UNIT-I
• Definition & Role Of Human Resource Development- Role Of Human
Resources Manager
• Manpower planning- Definition, Need for manpower planning,
Analyzing & Forecasting Human Resource Demand And Supply.

• Job design- Job analysis, Job description, Job enlargement/rotation,

Job enrichment, Job specification.
• Recruitment and Placement- Sources Of Recruitment - Internal ;
External, Selection Procedures & Techniques, Application, Interviews-Types,
Tests-Types, Group Selection Procedures, References, Job Offer, Induction /
Orientation Programme, General Property Orientation; Specific Job
Orientation, Follow- Up & Evaluation
• Training-Meaning & advantages, Purpose of training, Analysing
training needs, Types & methods of training: on-the-job ; off-the-job, Aids
used while training, Evaluations and monitoring of training.

UNIT II

• Development programmes - Functions Of A Development Programme

In HR, Career Development Programmes In Hospitality Industry,
Management Development Programmes, Management Development &
Organizational Strategy, Organizing & Implementing Management
Development Programmes, Mentoring.
• Performance appraisal -Definition & Importance, Objectives Of
Performance Appraisal, Components Of A Performance Appraisal System,
Performance Appraisal Systems, Self Appraisal, Peer Evaluation, Staff
Evaluation, 360 Degree Appraisals, Compensation, Considerations In
Developing A Compensation Plan, Job Evaluation, Establishing Pay
Structures, Effects Of Collective Bargaining.
• Incentives And Benefits- Advantages Of Incentive Programmes,
Individual Incentives - Commissions; Bonus; Pay-Forknowledge; Merit Pay,
Group Incentive Programmes –

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• Cost- Saving Plans; Profit Sharing Plans; Esop Role Of Employee
Benefits, Mandatory Benefits, Voluntary Benefits, Pension & Retirement
Benefits, Other Benefits.

• Labour Relations In The Hospitality Industry - Trade Unionism-

Definition, Role Of Trade Union In The Indian Scenario, Collective
Bargaining, Concept Of Collective Bargaining & Barriers, Grievance
Handling-Procedure, Employee Participation In Management In Relation To
Good Industrial Relations, Labour Welfare Measures, Disciplinary
Procedures.

Refrences:
HUMAN RESOURCE MANAGEMENT – DR. JAGMOHAN NEGI

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MSc (ATHM)-305 MICE (Meeting,Incentives,Conferences& Exhibitions)
Time Allowed: 3 Hrs. Max. Marks: 75 Pass Mark : 35%

INSTRUCTIONS FOR THE PAPER SETTER

Question Paper will consist of three sections namely – Section-A, Section-B
and Section-C. Section-A will be from Unit-1 and will have four questions of
15 marks each. Section-B will be from Unit-2 and will have 4 questions of 15
marks each. Section-C will be from entire syllabus (Unit-1 and Unit-2) and
will have 15 questions of one mark each. Section-C is compulsory.
INSTRUCTIONS FOR THE CANDIDATE
Question Paper will consist of three sections namely – Section-A, Section-B
and Section-C. Section-A will be from Unit-1 and will have four questions of
15 marks each out of which candidate has to attempt any two questions.
Section-B will be from Unit-2 and will have 4 questions of 15 marks each out
of which candidate has to attempt any two. Section-C will be from entire
syllabus (Unit-1 and Unit-2) and will have 15 questions of one mark each.
Section-C is compulsory.
UNIT I
• Event Management: Role Of Events For Promotion Of Tourism, Types
Of Events-Cultural, Festivals, Religious, Business Etc. Need Of Event
Management, Key Factors For Best Event Management. Case Study Of
Some Cultural Events (Ganga Mahotsava, LucknowMahotsava And
TajMahotsava)
• Concept of MICE. Introduction Of Meetings, Incentives,
Conference/Conventions, And Exhibitions. Definition Of Conference And
The Components Of The Conference Market. The Nature Of Conference
Markets And Demand For Conference Facilities. The Impact Of Conventions
On Local And National Communities.
• Management of Conference at Site, Trade Shows And Exhibitions,
Principal Purpose, Types Of Shows, Benefits, Major Participants,
Organisation And Membership, Evaluation Of Attendees.
Convention/Exhibition Facilities; Benefits Of Conventions Facilities, Inter-
Related Venues, Project Planning And Development.
UNIT II
• Budgeting A Conference Exhibition: Use Of Budget Preparation,
Estimating, Fixed And Variable Costs, Cash Flow, Sponsorship And
Subsidies. Registration, Seating Arrangements, Documentation, Interpreting
Press Relation, Computer Graphics, Teleconferencing, Recording And
Publishing Proceedings; Interpretation And Language.
• Role Of Travel Agency In The Management Of Conferences. Hotel
Convention Service Management: Human Resources Management
Transportation, Group Fares, Airline Negotiation, Extra Services, Cargo
Transportation. History And Function Of ICCA, Role Of ICCA, Roles And
Function Of ICIB.

References:

• Coleman, Lee &Frankle (1991), Powerhouse Conferences. Educational

Institute of AH & MA

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MSc (ATHM)-306 MARKETING, SALES AND PR
Time Allowed: 3 Hrs. Max. Marks: 75 Pass Marks : 35%

INSTRUCTIONS FOR THE PAPER SETTER

Question Paper will consist of three sections namely – Section-A, Section-B
and Section-C. Section-A will be from Unit-1 and will have four questions of
15 marks each. Section-B will be from Unit-2 and will have 4 questions of 15
marks each. Section-C will be from entire syllabus (Unit-1 and Unit-2) and
will have 15 questions of one mark each. Section-C is compulsory.
INSTRUCTIONS FOR THE CANDIDATE
Question Paper will consist of three sections namely – Section-A, Section-B
and Section-C. Section-A will be from Unit-1 and will have four questions of
15 marks each out of which candidate has to attempt any two questions.
Section-B will be from Unit-2 and will have 4 questions of 15 marks each out
of which candidate has to attempt any two. Section-C will be from entire
syllabus (Unit-1 and Unit-2) and will have 15 questions of one mark each.
Section-C is compulsory.

UNIT I
• Marketing: Core concepts in marketing; Needs, Wants, Demands, Products
markets. Marketing management philosophies-Production, Product, Selling,
Marketing and societal perspectives.Economic importance of marketing.

• Analysis and selection of market: Measuring and forecasting tourism

demand; Forecasting methods, Managing capacity and demand. Market
segmentation and positioning (STP)

• Marketing Strategies: Developing marketing environment, Consumer

buying behaviour, Competitive differentiation and competitive marketing
strategies. New product development.product life cycle, Customer satisfaction and
related strategies in internal and' external marketing; Interactive and relationship
marketing.

• Pricing Products: Price, Factor Influencing Prices, Price Approaches,

Pricing Strategies, Price Changes.

UNIT II

• Distribution Channels: Nature And Importance of Distribution System,

Functions of Channel Distribution, Marketing Intermediaries, Travel Agents,
Wholesalers brokers, Multinational House, Hotel Representation, Selecting
Channel Members.

• Promotion Product: Advertising :Major Decision ,Setting Objectives ,Setting

Advertising Budget, Manage Descions, Media Descions, Campaign Evaluation.
Direct Marketing: Tele Marketing, Relationship Marketing Sales Promotion: Setting
Objectives, Selecting Sales Promotion Tools, Developing Sales Promotion
Programme Evaluating The Results.

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• Publicity: The Public Relation Process, Major Tools In Marketing PR,
Professional Sales: Sales Force Objectives, Sales Force Structure And Size,
Organizing Sales Department, Recruiting And Training Sales Force, Marketing
The Sales Force.

• Internal Marketing: Internal Marketing, Internal Marketing Process, Building

Customer Loyalty, Customer Satisfaction Vs Customer Loyalty, Retailing
Customers, Retaining Good Employees, Capacity And Demand Management

Reference:

• Kotler, Philip : Marketing Management & Hospitality and Tourism Marketing

• Sinha, P.C : Tourism marketing

• Kotler, Philip and Armstrong Philip, Principle of Marketing, 1999, Prentice-

Hall India, 1999

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 Master's in Airlines, Tourism and Hospitality Management
Sessions 2015-16, 2016-17, 2017-18
Syllabus (Fourth Semester)

MSc (ATHM)-401 INDUSTRY BASED DISSERTATION PROJECT

Max. Marks: 500 Pass Marks: 35%
Internal assessment 200
External Viva 300

1 Purpose of project
The project is intended to serve the student develop ability to apply multi-
disciplinary concepts, tools and techniques to deal with the operational problems
Related to core areas of the airlines, tourism and hospitality industry

2. Type of project (any one)

Comprehensive case study
Inter-organizational study
Field study

3 Project supervision
Each project shall be guided by a supervisor duly appointed by the academic
coordinator

4. Project proposal (synopsis)

Synopsis of the project should be prepared in consultation with the guide and
submitted in the department. The synopsis should clearly state the objectives and
research methodology of the proposed project to be undertaken.It should have full
details of the rationale, description of universe sampling research instruments to
be used,limitations, if any, and future directions for further research.

5. Project documentation

Project report should be properly documented and will include the following:
Executive summary
Research design and methodology
Literature review
Data collection and analysis
Conclusions and recommendations
Bibliography

6.Project submission
Final draft of the project should be submitted in computer-typed and bound form,
in the department after being duly certified by the guide

7 Project presentation and evaluation

Formal presentation of the project using audio-visual tools before a panel
constituted by the academic coordinator and evaluation.

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